A love letter to tennis: Lexus and T&Pm ‘Rise To It’ in nostalgic campaign

A love letter to tennis.

That’s what sports partnerships really are. Just a brand, standing in front of a sport and its fans saying, ‘I love you’. 

As fellow fans, we aim to show up authentically, not just stick our badge on it and risk obscuring the view so that was our starting point for Lexus’ exciting new tennis partnerships with Sky Sports Tennis, LTA and ATP tour - honour the game, honour the fans. With a new wave of talented players redefining tennis and its perceptions through hard work and pure passion, Lexus shares many of the same principles for what it takes to get to the top of your game. In order to succeed, you must… Rise To It.

This new campaign highlights the parallels of Lexus innovation and pro tennis - to improve we must move forwards, as well as upwards. Around the world, tennis players come from diverse beginnings, learning to master every season on all kinds of courts, to rise through the ranks. Just as Lexus are constantly innovating to ensure their drive is the best it can be.

It’s this thinking that gave birth to the Rise To It launch film. Created for Lexus UK, by T&Pm, directed by Lovesong’s award winning tour de force, Elliot Power, partnering with Oscar nominated cinematographer, Lucazs Zal, to frame the action. 

Getting ATP points takes grit, focus, talent and determination - as well as a lot of support. As our player serves the match point he looks back on where it started. From the first hint of talent as a baby with a sure grip, becoming a child with a love for the sport, rising to a teenager playing in all seasons on every court, then to an adult alone on an ATP court serving to win. As he rises, we see his mother, Lexus, the coaches and eventually the fans who transport him to where he is now. It's all to play for.